As concerns grow over the impact of AI-powered search on publishers, the United Kingdom has introduced new measures aimed at increasing transparency and giving content creators greater control over how their material is used in AI-generated search results.
The UK’s Competition and Markets Authority (CMA) has directed Google to provide clearer attribution for publisher content appearing in AI-powered search features. The move comes as Google continues to dominate more than 90% of search queries across the country.
Under the new requirements, AI-generated search responses must include clearer links and attribution to original sources. Google will also be required to publish information explaining how it ensures the accuracy of AI-generated content and how attribution standards are maintained.
The regulator highlighted concerns from publishers who reported instances where AI-generated summaries either provided unclear attribution or cited sources that did not fully support the generated responses.
A major part of the new framework is the introduction of an opt-out mechanism. Publishers will be able to prevent their content from being used in AI search features as well as for training and grounding broader generative AI services. The controls must be available at both directory and page levels.
The CMA has also stated that publishers choosing to opt out cannot be penalized through lower rankings in standard search results.
To ensure transparency, Google will be required to submit and publish regular compliance reports outlining the steps taken to meet regulatory requirements. The company has been given 9 months to fully implement the measures and must provide an implementation plan within 1 month.
The regulator described the move as a significant step in giving publishers stronger control over how their content is used in AI-powered search experiences.
In response, Google confirmed it will comply with the new requirements and announced testing of a new Search Console control that allows website owners to decide whether their content can appear in AI-generated search features. The company is also increasing the number of links displayed in AI-generated responses and providing publishers with additional performance data through Search Console.
Some of these updates are currently being tested with a select group of website owners in the UK before a broader global rollout.
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